My work

15+ years building products that millions of people use every day.

Shack Shine

Product Director
July 2024 — Present

Leading product vision and execution for Shack Shine's unified digital platform—a technology-led house detailing franchise brand under O2E Brands.

• Leading design and build-out of the complete platform: e-commerce customer experiences, franchise operations, and field technician mobile apps
• Employed user-centered design to improve online booking process, achieving 18% conversion growth YoY
• Leading rapid prototyping using modern AI tools to build test platform including booking, operations admin, and React Native mobile apps
• Introduced test-learn-build (GIST) and service design culture, improving release cadence and cross-functional alignment
• Supporting executive team on reshaping brand and functional strategies

WillowTree (TELUS Digital)

Product Director / Principal Product Architect
June 2022 — June 2024

Led product strategy and execution for Fortune 500 clients at a leading digital product agency specializing in mobile apps and SaaS.

• Principal Product Lead for initial launch of Empathable mobile apps and Electrify America B2B SaaS portal
• Product Lead for TELUS Digital 'Fuel iX' AI Agent Platform for internal and contact center use cases, saving hundreds of hours monthly
• Product Director for T-Mobile Flagship app rebuild; mentored product leads and drove cross-functional collaboration across engineering, data science, and design teams

Everbridge (xMatters)

Principal Product Manager
April 2021 — June 2022

Owned mobile product strategy and platform growth for enterprise incident management SaaS.

• Built and owned 12-month roadmap for xMatters on-call companion mobile apps
• Managed platform groups, user profiles, and messaging infrastructure (SMS/email/push) across web and mobile
• Drove product-led growth strategy, doubling user acquisition rates through optimized free-tier experiences and data-driven experimentation

Fresh Tracks Canada

Digital Product Strategist (Director)
December 2019 — March 2021

• Led end-to-end strategy and execution of full digital ecosystem rebuild, consolidating multiple properties into a single platform
• Managed team of developers and designers, reshaping delivery process to double output and increase quality
• Partnered with executive leadership to align digital investments with customer acquisition and retention goals

PayByPhone

Principal & Director Roles
2010 — 2019

Nearly a decade building one of the world's leading mobile parking payment platforms.

• Built award-winning mobile apps from the ground up, doubling app-based transactions YoY after launch, achieving market-leading advantage for three years
• Led creation of end-to-end, cross-functional team built around motorist customer journey, increasing customer retention by 20% YoY
• Spearheaded re-engineering of API-focused, event-driven platform to support new front-end experiences and enhance reliability, scalability, and customer experience
• Directed product strategy across B2B, B2C, and data platforms
• Drove strategic partnerships with Apple, Google, and Amazon

Core Skills